Table of Contents
Overview
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- Definition
Executive Summary
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- The market
- Market should grow in the next years despite 2015 fall
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- Figure 1: Forecast of retail sales of suncare products*, by value – Brazil, 2011-21
- Market Share
- Three leaders have a bit more than 50% of market share
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- Figure 2: Leading companies’ sales shares in the retail suncare market*, by value – Brazil, 2014-15
- The consumer
- Suncare products are still associated with seasonal use
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- Figure 3: Frequency of use – Brazil, July 2016
- Electronic devices can increase use of sun protectors
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- Figure 4: Barriers of use – Brazil, July 2016
- Benefit of unblocking skin pores can increase use of lotion formats
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- Figure 5: Attitudes toward formats (cream/lotion) – Brazil, July 2016
- Products with too high SPF may affect its sensory factor
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- Figure 6: Purchase influences – Brazil, July 2016
- What we think
Issues and Insights
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- How to communicate skin cancer risk factors
- The facts
- The implications
- How to attract consumers who seek rapid absorption products
- The facts
- The implications
- How to attract consumers toward products with oil formats
- The facts
- The implications
The Market – What you need to know
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- Market fall in 2015 was due to the economic recession
- Products with high SPF and in spray format can boost the category
- Aging population and economic improvement can influence the market
Market and forecast
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- Category felt the impact of the economic recession in 2015
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- Figure 7: Retail sales of suncare products*, by value – Brazil, 2011-21
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- Figure 8: Retail sales of suncare products, by value, by segment – Brazil, 2014-15
- Innovations should boost the market growth
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- Figure 9: Forecast of retail sales of suncare products*, by value – Brazil, 2011-21
Market drivers
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- Elderly population rapidly increasing rapidly in Brazil
- High SPF may be a barrier for the Brazilian consumers
- Economic recession should slow down in the coming years
Key Players – What you need to know
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- Sundown is the market leader’s main brand
- Beiersdorf ranked second in market share in 2015
- La Roche Posay Anthelios is one of the best sellers
Market share
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- Three main leaders have a bit more than 50% market share
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- Figure 10: Leading companies’ sales share in the retail suncare market*, by value – Brazil, 2014-15
Who’s innovating?
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- Launches of dermatologically tested products are still rare in Brazil
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- Figure 11: Launches of suncare products positioned as ‘dermatologically tested’, by top 6 countries, 2013-October 2016
- Few suncare products launches in 2016 had a “long lasting” positioning
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- Figure 12: Launches of suncare products positioned as “long lasting,” by top 5 countries and brazil, 2013-October 2016
- Waterproof products are not very present among launches in Brazil
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- Figure 13: Launches of suncare products positioned as “long lasting,” by top 5 countries, 2013-October 2016
The Consumer – What you need to know
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- Category still is associated with seasonal use
- High prices and scents of some products can pose barriers
- Brazilians have different perceptions on products in lotion, oil and gel
- Purchase influences are linked to price and benefits
Frequency of use
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- Suncare products are associated with seasonal use
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- Figure 14: Frequency of use – Brazil, July 2016
- Self-tanning products have good opportunities during the winter
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- Figure 15: Frequency of use, agreement with the statement “I use suncare products throughout the year, including during the winter,” by skin type – Brazil, July 2016
- There is room to evoke positive emotions and travel memories
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- Figure 16: Frequency of use, agreement with the statement “I use suncare products when I’m on holiday,” by region – Brazil, July 2016
Barriers of use
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- Electronic devices can boost sun protection use
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- Figure 17: Barriers of use – Brazil, July 2016
- Women aged 25-34 can be interested in other formats
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- Figure 18: Barriers of use, agreement with the statement “Suncare products are usually too expensive,” by age – Brazil, July 2016
- Young consumers may be attracted by multi-function products
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- Figure 19: barriers of use, agreement with the statement “I don’t like the smell of suncare products,” by gender and age – Brazil, July 2016
Attitudes toward formats
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- Benefit of unblocking pores can boost lotion format use
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- Figure 20: Attitudes towards formats (cream/lotion) – Brazil, July 2016
- Brazilians can improve their perception of oil or gel products
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- Figure 21: Attitudes toward formats, by ‘quick to apply’ benefit – Brazil, July 2016
- Products in gel format can appeal to men
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- Figure 22: Attitudes toward formats, by ‘leaves the skin feeling fresh’ benefit – Brazil, July 2016
Purchase influences
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- Products with too high SPF may affect its sensory factor
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- Figure 23: Purchase influences – Brazil, July 2016
- Products thats prevent perspiration can appeal to young men
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- Figure 24: Purchase influences, by men – Brazil, July 2016
- Men aged 16-34 can be attracted by promotions and discounts
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- Figure 25: Purchase influences, by ‘low priced’ attribute – Brazil, July 2016
Appendix – Market Size and Forecast
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- Figure 26: Retail sales of suncare products*, by value – Brazil, 2011-21
- Figure 27: Forecast of retail sales of suncare products*, by value – Brazil, 2011-21
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- Figure 28: Retail sales of suncare products, by value, by segment – Brazil, 2014-15
- Abbreviations
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